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Agency Spotlight: Standing apart with PB Creative

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A creatively-led independent brand design agency that has had their work featured on Creativepool three times already this year so we thought it was about time we gave them the spotlight treatment.

We sat down with PB Creative founder Ben Lambert (below) in the month before the agency’s 10th birthday to discuss its origins, focus, purpose, and potential future. 

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Where are you from originally and how did you get into the industry? 

I’m originally from Kent but went to university in Loughborough where I studied Industrial Design. Entering and winning a D&AD student pencil in 1999 opened my eyes to the power of structural brand design. I had always had an aptitude for graphic design but didn’t know how to combine the worlds of 3D and 2D together.  Entering the structural design brief is probably why I’m where I am today. 

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Where are you based now? 

In 2010 I set up PB Creative with my business partner and friend Pete Hayes.  We’re in a beautiful studio behind Covent Garden. We’ll be 10 years old in April 2020. 

Explain your creative style and process

We create unique Signature Stories for brands. This decodes the brand’s meaning and purpose into clear and engaging narratives. These stories inform our Signature Style which becomes the unique physical brand expression. Ultimately we deliver Beauty with Clarity. It’s how we win the consumer’s heart and mind. Beauty to Seduce. Clarity to understand. 

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Please provide one sentence about your mmost recently spotlighted work on Creativepool

Our Lynx Unity pack (see header) epitomises our style of design. Designed for everyone, Lynx Unity ensures that everyone smells great, confident and free to express their own form of individuality, all of which is delivered with Beauty with Clarity. 

How has technology affected the way you work (if at all)?

Everything has got much faster and the level of presentation has got increasingly high especially in terms of 3D rendering and mock-ups.  This speed and quality is amazing but the expectation of increased speed and quality is challenging. 

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If you could change one thing about the industry what would it be? 

Time. Some jobs are now at a speed that can’t physically get any quicker and this is linked to technology.  Thinking time around the big idea has been hampered.  We need to respect the fact that creativity needs thought and that thought needs time. 

If you weren’t in your current industry, what would you be doing?

I would be involved in furniture design.  I think if you’re creative it’s ingrained in you. So I’d still be creative but just in another sphere of creativity. 

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What’s your secret to staying inspired and motivated? 

It’s great to give back and to pass what I’ve learnt on to a new generation.  I recently spoke at Central St. Martin’s about 10 things I wish I’d known/been told before I graduated. I’m also going back to my old university, Loughborough later this year to do the same thing. 

What’s the work achievement you’re most proud of?

Building PB Creative and the people who make the company.

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 ​​How do you recharge away from the office?

I run! 

What’s your one big hope for the future of the creative industries?

The boundaries between disciplines are blurring and students are trying to find where they fit.  This diversity is amazing but you do need to be a master of something.  I hope that this diversity doesn’t kill design specialisms.

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What advice would you give to other aspiring creatives in the industry who are looking for commissions?

You need to brand yourself to elevate yourself above other people.  Consider your personal brand and understand that at every touchpoint you need to sell yourself to the highest level.

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